Ashley Coppins has had experience in coordinating social media and digital content for powerhouses like Freshly Picked, Chatbooks, and Guesterly. Read along below for Ashley's top 10 tips for running a successful social media campaign.
1. Define Your Brand + Develop Your Voice
Step 1 to success on social media starts by defining your brand - decide what that voice is and be consistent in copy and images. When developing the voice of your brand it’s very important to ask yourself, “How do I want people to feel when they are reading/seeing/interacting with my content?” Your story and brand are unique, so don’t be afraid to showcase that - but make sure your message on all social platforms is on-brand.
2. Identify Your Target Market
Who is your customer? What do they do? How does your message help solve their current problems? Regardless of your product or brand, there is a specific group of people searching for that product or message. Direct your content to that audience and allow your audience to inspire future content.
For example, if you bake wedding cakes for a living, your market is brides and grooms. Think about other things that your market would be interested in. Could you collaborate on a photoshoot with others in the wedding industry? Could you create some easy DIY’s for wedding favors? What else could you do for that audience to increase following, brand awareness, and future sales? THE POSSIBILITIES ARE ENDLESS.
3. Create A Compelling Bio - ADD A LINK
Probably my most favorite part of social media - your bio. Utilize this area as a tool to give follows and potential followers a taste of who you are and what they can expect from your content. Don’t be afraid to be fun and express yourself. Also, if you’re not using Instagram Business, add your email address to this bio section so potential partners and customers can easily identify how to get in touch with you.
Most importantly: Please please please add a link to direct people to your product or additional info (your blog, a video you created, an editorial piece you contributed to, etc.). Utilize that link to drive your followers to wherever you would like them to go to see more.
4. Campaign Creation + Editorial Calendar
Define unique campaigns that are specific to your brand and your target market. A good campaign is well thought-out and planned in advance before posting on social media.
Dedicate a space to plan your posts before they go live aka an editorial calendar. Hootsuite and Postify are great tools for planning and scheduling, but you can also use Excel or Trello to simply layout your posts and keep organized. You never want to be in a place where you don’t know when or what you are posting - so I would HIGHLY recommend taking some time once a week to plan your posting schedule ahead of time.
Many ask, how often should I be posting? The important thing is to post when the majority of your audience is online and interactive. You can see these stats through “Insights” on Facebook as well as on Instagram if you have a Business Account.
5. Call To Action
Good content has more meaning than simply copy and a photo. A good post should encourage your audience to respond in some way, whether it is liking your post, sharing your post, commenting, tagging a friend, clicking on the link in your profile, etc. Encourage your following to do so by providing a call to action in your copy. Doing so in a genuine and on-brand way will up your interaction and increase conversion from social media to your website, I promise!
The basics behind hashtags are that they are a place to collect content. Try searching #DIY and you will see thousands of images pull up because whoever posted the image “tagged” their photo with that specific hashtag.
From a strategy perspective, using hashtags is probably the most successful way to get your images more places, allowing more people to see them, which results in more followers and potential customers. For brands who are selling a product; I HIGHLY recommend using hashtags frequently. HOWEVER, the drawback from using hashtags too much can often feel spammy and may cause your brand to look small or desperate. At the end of the day, make sure your hashtag strategy checks out with your branding and stay true to whatever you feel is appropriate for you.
Hashtags are also a great way to interact with others in your space/attract the attention of future customers.
Let’s go back to the wedding cake baker…. Her target market = newly engaged couples. What would someone who just got engaged tagging those photos with? #engaged #isaidyes #futuremrs #savethedate #groom #bride ETC. This social media savvy baker will 1. Search relevant hashtags to find newly engaged couples 2. Comment on the photos to hopefully convert those excited brides and grooms into customers.
7. Collabs + Partnerships
Growth on social often comes from partnering with others. Always have a running spreadsheet on who you would like to work with and who you are currently working with. Sometimes all it takes is a quick and friendly email to get the ball rolling with a dream partnership. These partnerships are often displayed on social media in a giveaway, a promo code, or feature. The more people who are sharing your product or content the better; so create a collaborations strategy and start reaching out to work with people as soon as possible.
8. Community Interaction
Seeing unanswered Facebook comments, unanswered questions on Instagram, and disregarded retweets on Twitter literally makes me cringe. PLEASE respond to your audience. If you want your accounts on social media to be a place where you can host a community, then interacting with your following is KEY.
9. Stay Up To Date On Platform Changes
Since social media is still so new, it’s important to stay up to date on changes, so your brand can stay relevant and use each platform well. Don’t be afraid when changes happen on social (they ALWAYS do), but embrace them and utilize the new features to the best of your ability to stay in the game.
10. Stay True To You
At the end of the day, do you! Be honest with yourself and your audience and always make sure you are having fun and enjoying the AMAZING way social media allows you to connect to millions of people around the globe. Keep it fun and keep it real.
For questions or consulting feel free to reach out to Ashley at firstname.lastname@example.org.
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